22 July 2024, 00:33
By Furniture News Apr 21, 2021

Savoir opens flagship showroom in Mayfair

Bedmaker Savoir has opened its new flagship showroom, in Mayfair’s Berkeley Square. Across 2000 sqft, Savoir says it has "invested in creating a sanctuary of serenity to elevate the customer experience", with a bespoke product offering and personalised service. 

The pandemic has led to a change in behaviour, and Savoir has seen an increase in private appointments, through which clients can enjoy privacy and have the showrooms to themselves. Following positive feedback from customers, Savoir wanted to ensure the new location provided this private and safe environment, while welcoming walk-in customers. On Berkeley Square, with the entrance via Bourdon Street, the showroom offers customers a central location, along with the privacy to take their time to test the different beds. The entrance, which is not on a busy shopping street, ensures that the customer never feels on display. 

MD Alistair Hughes says: “Berkeley Square is the jewel in the crown of Mayfair, and we are thrilled to be opening our new flagship showroom in this desirable area. Whilst our online sales have seen really strong growth during Covid, new and existing customers ultimately want a human-led personal service. 

"Physical showrooms have always been important to Savoir, and following last year we continue to value the role they play. We believe now is the time to invest in a new flagship, creating a destination which continues the Savoir story. Investing in a bespoke bed is a unique and personal experience. The desire to touch, feel and experience a bed before making a purchase remains strong, and this has not wavered amongst customers throughout the pandemic. 

"The design and address [25 Berkeley Square] of our new flagship is focused on providing customers with a calming and private environment for them to relax, take their time and discover the luxury of handcrafted sleep. By interacting directly with our customers in the showroom, our bed experts can gather a deeper understanding of their comfort, support and style requirements, to help them create their perfect bed.” 

Savoir showrooms have historically been designed to convey a gallery-style layout, in which the beds are the works of art, and visitors feel welcomed. The new showroom embraces a more contemporary, restful interpretation of this aesthetic. 

The Mayfair showroom joins Savoir’s portfolio of 15 showrooms across 12 cities around the world.

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